Mastercard Brings Start Something Priceless to Life Leading in
to the 60th GRAMMY Awards®
in NYC

Mastercard calls on music fans to Start SomethingPriceless at
the Mastercard House in New York City

January 23, 2018 10:00 AM Eastern Daylight Time

PURCHASE, N.Y.--(EON: Enhanced Online News)--The Mastercard Start SomethingPriceless movement, meant
to inspire people to pursue their passion and purpose, comes to life
through artfully curated content and a music-inspired experiential
pop-up in NYC.

“You Can’t
Judge a Book by the Cover”

The centerpiece of the campaign is a cover of Willie Dixon’s “You Can’t
Judge a Book by the Cover,” a song that highlights the importance of
pushing past stereotypes to pursue your passion. The progressive rollout
of the campaign features a short film and a music video. Featured in the
content is five-time 2018 GRAMMY® nominee SZA along with six
emerging artists whose stories of overcoming challenge embody the
sentiment of Start Something Priceless.

The Mastercard House, an experiential retail store and concert space,
will be open each day featuring curated vinyl listening stations, and
exclusive merchandise; a photo gallery from iconic music photographers
including Robert Knight, Kevin Mazur and Christopher Polk; and a
recording booth where you can press your own vinyl. In addition, every
day from 1 to 2 PM Mastercard will host panel conversations with some of
the music industry’s leading influencers and nightly concerts from 9 to
12AM. A full listing of events is available here.

The #StartSomethingPriceless movement is a call to action and this
effort is just the beginning as Mastercard sets out to inspire people
across their passions, bringing Start Something Priceless to life
through the events and experiences that bring us together.

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